H&M is launching a lingerie collection with Love Stories

The two Swedish brands are joining forces for a collection that champions mix-and-match, comfort and eclectic prints

Over the years, H&M has driven crowds of customers to its till points with designer collaborations from Kenzo to Karl Lagerfeld and Erdem.

However, the Swedish retail giant is yet to join forces with a lingerie brand. Until now that is.

This summer, H&M is launching its first underwear collaboration, with the trailblazing Amsterdam-based Love Stories.

Bra, £14.99; Bottoms, £8.99

A brand that hit the scene in 2013, Love Stories is well-known for its eclectic prints, super-comfortable designs and mix-and-match approach to underwear – all featured in this new line.

Designed together with H&M’s in-house team, the new range features the distinctive print and colour combinations of Love Stories, which its founder, Marloes Hoedeman calls “perfect mismatches” – think leopard print, stars and bold florals mixed with lace, athletic stripes and ruffled edges.

Dressing gown, £34.99

The colour palette consists of dusky pink, black and olive green, and everything can be effortlessly mixed and matched to suit any mood or fit your personal style.

According to Pernilla Wohlfahrt, H&M’s design director, the brand has long admired Love Stories.

Bra, £17.99; Bottoms £12.99

“Lingerie has always been an important part of fashion. With this collaboration, we really want to show that lingerie can be just as fun and expressive as clothes even if it’s not always on view, and therefore Love Stories was the perfect fit,” she said.

“We’ve long admired Marloes for her energy, her drive and, of course, her designs, so we’re thrilled to be doing this together.”

Slip, £24.99

The H&M x Love Stories collaboration will be available in selected stores worldwide as well as online from 9 August.

Top £39.99; Bottoms £39.99